British bootmaker Dr. Martens is launching an official repair service in the UK, designed to meet demand from consumers to extend the life of their favourite DOCS.
The online service will launch in a few weeks’ time, run in partnership with Leeds-based The Boot Repair Company. Repairs will be carried out by skilled crafts people who have had extensive training and using original Dr. Martens machinery. They can repair almost any part of a boot or shoe and will use original DM components.
While the repair service is part of Dr. Martens’ wider sustainability efforts, Kenny Wilson, CEO of Dr. Martens plc, explained that the move was also driven by their customers: “I get letters from people every week saying can I get my DMs repaired.
“It is one of the things that consumers write to me about the most – emails and hand-written letters – about old pairs they’ve owned for many years and want to get repaired.”
Wilson isn’t too concerned that repairing boots will lead to a loss of sales. “Could it potentially lose us some business short term? Yes, but we think about it long-term, therefore we think it will breed customer loyalty, and it’s the right thing to do,” he noted.
“People who are into sustainability and who don’t want to buy new things, and others who have a loved pair and want to make them great again.
“Our belief is someone that takes the time and energy to do this [use the repair service] will be loyal customers.”
He added that the company has discussed its repair offering with other businesses, including those in the apparel sector who already offer a similar proposition. These retailers have promoted a repair service as one that builds loyalty over time.
The launch follows the successful repair and re-sales trial with Depop, both initiatives are part of DMs wider sustainability strategy which includes long-term targets to reduce DMs environmental footprint. The brand aims to become a net-zero business by 2040, with 100% of footwear being made from sustainable materials by that date.
Furthermore, 100% of packaging will made by recycled or sustainably-sourced materials by 2028.
Dr. Martens is ranked Top500 in RXUK Top500 research.
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